Public & Government Affairs

The Business Strategy:
A large tobacco company wanted to prevent youth smoking. This strategy was to work with experts in the field to produce information and tools that would help parents to talk to their kids about not smoking.

The Triad Plan:
Triad Communication worked with a team of strategic and creative agencies to implement the back end operations of this initiative. The plan identified the different tasks that needed to be completed by various agencies and when things needed to be done in order to get Television ads up the 800 number and website live, and fulfillment of the information ready to flow in response to requests from parents.

Triad’s Execution:
The key to success was to keep the many moving parts and various agency players on track. Weekly team calls were held to review status and discuss ways to address any issues. Triad helped the different agencies focus their resources appropriately by reminding key players well in advance of their deliverable so that the weekly calls with the client present went more smoothly.

The Measurement:
The business objective of the strategy was to deliver this initiative as scheduled. The project planning process up front enabled the many players to clearly see their role in the overall process and how various tasks were dependent on key items being done on time. The plan enabled for various agencies to “play well” with each other and reduced finger pointing to a minimum. By reducing friction, the initiative launched on time and the client was able to successfully execute their business strategy.